International Marketing Research

The course International Marketing Research aims to present the scope of international market research and familiarize students with the steps of the international marketing research process. Its objective is to enable the student to understand a marketing problem, translate it into a marketing research question, set up a research design, collect and analyse data so to bring answers to the initial marketing problem.

At the end of this course , the student will be able to :
• Understand the importance of marketing research for taking marketing decisions
• Understand the difficulties of international marketing
• Translate a marketing challenge into a marketing research question
• Differentiate secondary and primary data
• Differentiate qualitative and quantitative research
• Set up a research design, which corresponds to the research question
• Collect primary and secondary data
• Analyze data
• Bring answers to research questions